Auswege aus patriarchalen Männlichkeiten – eine Zielgruppenforschung

Cringe can also be a positive emotion. (Floris Henning)

With the goal of preventively protecting young people from radicalization on social networks, onlinetheater.live is looking for artistic strategies to interrupt these radicalization processes. They are currently particularly concerned with anti-feminist and masculinist echo chambers that drive young men into cycles of violence and loneliness, and thus become enablers of patriarchal violence.

The artist lab evaluates the potentials that lie in advertising and paid outreach to intervene artistically in these echo chambers and explicitly show young men ways out of these cycles of violence and loneliness. To this end, they are designing exemplary prototypes of a fictional subversive advertising campaign whose videos are specifically flushed into young men's feeds. In doing so, the lab asks three central questions:

Who exactly belongs to the target audience of such a campaign?
What narratives and aesthetics can be used to reach the target audience?
What challenges does such a format pose to the collective?

In discussions with experts, an overview will first be gained, then various prototypes will be created using a method from design thinking, which will then be reflected on in consultation with the experts.

Katharina Kraft, Toni Minge, Luzia Oppermann, Caspar Weimann (Artistic Team), Mara Nedelcu (Production), Fikri Anıl Altıntaş, Blu Doppe, Floris Henning, Veronika Kracher, Christoph May, Dr. Eileen Roesler & Greta Taubert (Experts)